When it comes to Valentine’s Day, roses are undeniably the stars of the show. While chocolates, dinner dates, and cuddly teddy bears have their place, roses have become the ultimate symbol of love and romance. For many, Valentine’s Day is the one time of the year they decide to buy a bouquet of flowers, and roses are the clear favorite. In 2022, a staggering 83% of flowers purchased for Valentine’s Day were roses, with about two-thirds of those being the classic red variety. This preference isn’t new; roses have long held their status as America’s go-to flower for the holiday.
However, the journey of these roses to your local florist or grocery store is far from simple. While the U.S. once grew the majority of its roses, particularly in California, the industry has shifted significantly over the years. Today, fewer than 20 commercial rose growers remain in the country. This change is largely due to federal investments in South American nations, which have become major exporters of cut flowers, including roses. Colombia and Ecuador are now the top exporters of roses to the U.S., with nearly one billion rose stems imported each Valentine’s Day. The sheer scale of this operation is mind-boggling, and the process begins months in advance.
For rose farmers in Colombia and Ecuador, preparing for Valentine’s Day is a year-round endeavor, but the critical planning phase starts months before the holiday. Farmers must decide how much of their crop to “pinch,” or cut back, to ensure the roses bloom perfectly by February 14. Timing is everything, as cutting back too early can cause the blooms to wilt before they reach consumers. The amount of the crop allocated for Valentine’s Day is also a careful decision. For example, if a farm specializes in red roses, it might make sense to dedicate a larger portion of the crop to the holiday, as red roses typically command higher prices during this time. Once the roses are ready, harvesting is a massive operation, often requiring farms to hire extra staff to handle the sheer volume of flowers.
After the roses are harvested, they are hastily packed into bouquets and coolers to begin their journey to the U.S. The first stop is usually Miami, where flowers arrive by plane. At other times of the year, flowers are imported seven times a day, six days a week. But in the two weeks leading up to Valentine’s Day, the number of flights spikes to over 14 per day, seven days a week. This logistical feat ensures that the one billion rose stems are delivered on time. Once the flowers land at Miami International Airport, they are inspected by customs and border officials before being picked up by distributors. Companies like the USA Bouquet Company, which handles around 10 million rose stems for Valentine’s Day alone, move the flowers to processing centers where they are trimmed and hydrated to maintain freshness.
From Miami, the roses are shipped to distribution centers and supermarkets across the country. This is another complex step in the process, requiring precise logistics to ensure the flowers stay fresh. Refrigeration is key at every stage, from the farms to the warehouses and trucks. The supply chain must move quickly, as flowers are perishable and can’t wait around like chocolates or greeting cards. Despite the challenges, the demand for Valentine’s Day flowers is so high that retailers and florists across the U.S. rely on this well-oiled machine to meet their needs. However, unexpected issues like snowstorms can disrupt the supply chain, potentially delaying deliveries.
Despite the environmental concerns raised by some advocates—such as the carbon footprint of importing flowers and the resources required for refrigeration—roses remain a beloved tradition for Valentine’s Day. Some argue that buying locally grown flowers from florists or farmers’ markets is a more sustainable option, but for many, the classic red rose bouquet is irreplaceable. In the end, the journey of these roses is a testament to the power of love and the lengths we go to celebrate it. Whether you’re giving or receiving, the sight of those perfectly arranged roses is a reminder of the thought and effort that goes into making Valentine’s Day special.
